Introducing Customer Digital Twins
Customer analytics have evolved steadily over time, from risk scoring and customer segmentation to predictive analytics and next-best-action decisioning. At the same time, organizations have built deeper proprietary knowledge of their customers, while AI capabilities have advanced rapidly. Together, these developments enable the next step: Customer Digital Twins, an Oliver Wyman solution.
Customer Digital Twins are AI-powered virtual representations of customers, created by combining customer data with advanced large language models (LLMs). They enrich existing customer information with the broader knowledge and analytical capabilities of LLMs, enabling more human-like interactions with virtual customer profiles.
Oliver Wyman’s proprietary Customer Digital Twin solution enables organizations to create, test, and deploy digital twins of real customers. Unlike other approaches, these twins are built at the individual customer level using first-party behavioral and transactional data. They integrate with existing infrastructure and reflect the products and operational context of the business.
By simulating how real customers are likely to behave, respond, and make decisions, the solution can help organizations identify actions that support profit and loss impact.
Better commercial decisions through Customer Digital Twins
AI-powered customer simulations help businesses stimulate and test customer reactions to new products before launch, personalize offers and communications, and equip sales and service teams with tailored scripts and pitches. By generating faster, richer, more reliable customer insights, our Customer Digital Twins solution supports smarter, lower-risk decisions that drive revenue and margin growth.
Four differentiators that define our approach to Customer Digital Twins
Our proprietary approach combines first-party customer data with advanced AI to create, test, and activate Customer Digital Twins across the customer journey. For one client, the solution created live digital twins for 350,000 customers, helping increase cross-sell conversion by 25% and gross margin by 30%.
Individual customer-level digital twin
Create an AI representation of each customer, not a segment or generic persona, to simulate how each individual is likely to respond.
Built on first-party behavioral data
Built using your organzation’s own socio-demographic, product, transactional, engagement and analytical data to reflect how customers actually behave. Not based on stated preferences.
Grounded in academic research
Supported by leading academic research demonstrating that digital twins can accurately predict customer behavior.
Embedded into commercial decisions
Leveraged for a broad range of use cases, from product and value proposition testing to hyper-personalization of offers and communications.
How customer data comes together in a digital twin
An illustrative example showing how customer, transactional, behavioral, and analytical data combine to create a richer customer profile.
Customer Digital Twins gave us something we never had before: the ability to simulate customers’ response to different products, incentives, and communications before deployment. This has completely changed how we think about campaigns in the business.Head of Retail Banking
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